Jim Griffin's Warner Music splash
If Warner Music Group hired Jim Griffin just to provoke discussion about new business models, it's already gotten its money's worth. Portfolio.com started things off with a piece about Warner signing Griffin, a vocal critic of the major record labels' approach to file-sharing, to a three-year contract. He'll be the guy drawing up and selling Warner's plan to create the ultimate subscription-music service: for about $5 a month per subscriber, ISPs could enable their customers to download and share an unlimited number of MP3s. It's an idea Griffin has been floating for several years, and it meshes nicely with former Warner new-media guru Paul Vidich's unsuccessful campaign to include some form of free music in the price of Internet service. Among other observers, Ars Technica's Jacqui Cheng liked the idea; TechCrunch's Michael Arrington did not. No, really. TechDirt's Mike Masnick gave it a thumbs down as well.
The most colorful critique may be from Arrington, who said demanding a monthly fee from ISPs in exchange for a promise not to sue was akin to extortion. But the allegation doesn't seem to fit what's in play here. Under the Grokster decision, I think, a judge would be hard-pressed to hold an ISP liable for its customers' infringements unless it actively promoted illegal downloading. So any threat against an ISP would be an obviously empty one. And as for suing individual file-sharers, the labels are doing that already. The threat is real, even if the odds of being targeted are slim. In that sense, offering people who are defying copyright law the chance to indemnify themselves against a lawsuit for a small monthly fee would seem like a good thing.
The more apt criticism of the idea is that it's a tax on all Internet users to pay for what some of them do online. Gerd Leonhard, a music futurist and author who has advocated a similar approach, rejected the "tax" argument, saying the approach simply bundled a fair charge for music into Internet access fees. But as much as I respect Gerd and Jim, I can't help but see this as a form of income redistribution -- taking from many to compensate for the activities of (relatively) few.
It makes sense from the labels' point of view. To them, giving Internet users the chance to download permanent copies of everything would eviscerate CD sales (not that they aren't already tanking). They would expect a very large pot of money in return, and that would require collecting fees from a very broad base. But file-sharing isn't a truly mainstream activity, at least not yet. While a sizable number of people use p2p extensively, a larger number of Internet users doesn't do it at all. Giving those folks the green light to download gigabytes of music on Limewire probably wouldn't strike them as much of a benefit, even if it were a fabulous bargain for a heavy file-sharer. Similarly, most people don't spend much, if anything, on music in the typical month. Tell them they can have an unlimited quantity of tunes for $60 a year, and they'll think hard about the other things they might acquire with that money.
The fundamental disconnect for the music industry is that more people are consuming more music, but total revenues are declining. Griffin's idea is certainly one way to address that. But a more fair approach would be to find new ways to monetize online music consumption, so that only those who have an interest in the product would be dunned. A voluntary, all-you-can-download fee collected by ISPs, as the EFF has advocated, might be a piece of that, although it probably wouldn't generate enough revenue (and could have the perverse effect of leading heavy consumers to spend less on music). Another important piece would be for advertisers to subsidize the music-related activities of people who'd prefer not to pay directly for their tunes. The demand for music is there; the question is how to turn that demand into cash, not how to turn every Internet user into a patron of the arts.
The photo of Jim Griffin is courtesy of his website.

Orbiting
Thanks for the mention and link. I believe the Jim Griffin proposal is just the humble beginning. On the business model innovation scale from 1-10 the music industry has always been between -5 and -1, and now it's on 1 ;) So...what we will see is that the flat rate will result in de-facto 'feels like free' music being available to anyone, anywhere, since new advertising and opt-in data mining and general up-selling models will easily raise enough money to pay for the music license fees (and then some) if they are around $1 week or $5 per month. The flat rate will evolve into a de-facto default digital music license (akin to the radio license); available to anyone that cares to use it - including search engines and social networks. Do keep in mind that social networks are, in fact, BROADCASTERS.. or shall I say, narrow-casters?
In other words, by being an engaged user and 'paying attention' I create so much value in the network that my content consumption will be largely 'free' i.e. subsidized - I am paying with my attention. First music, then TV, then film, then books. The media is in the network and so is the money. The toughest part to solve is that privacy becomes a major issue; in fact, I would think that in the future it's likely that we will Pay for Privacy rather than for content access. My 5 cents. Read more at http://www.mediafuturist.com/the-end-of-control-essays.html
Posted by: Gerd Leonhard | March 29, 2008 at 02:02 AM
We are all paying for the museums, doesn't mean that we are all going to the museum every month.
We should all pay for online music, $5 per month or less.
When it becomes finally legal, people will more easilly find their way to online music, when it's legal it doesn't have to be eMule and Limewire, there will be lots of new basic websites proposing any kinds of music legally for people to stream directly from HTTP servers. In open unprotected easy to use Mp3 or other open standard free formats.
Posted by: Charbax | April 05, 2008 at 04:16 PM
Why should I pay for something I did not buy or use? I don't listen to, purchase, or steal from Warner Music Group why do should I pay them anything? Normally when I see a charge I did not consent to for a service I didn't use I would call it fraud. What's different here? I don't download major label music and never have. I therefore refuse to pay this tax. This proposal is outrageously dangerous and should be opposed by all Internet users.
Posted by: dangrsmind | April 25, 2008 at 04:54 PM